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Advertising versus invertising : the influence of social media B2C efforts on consumer attitudes and brand relationships
Bóveda-Lambie, Adriana M.; Hair, Neil - In: Online consumer behavior : theory and research in …, (pp. 209-236). 2012
Persistent link: https://www.econbiz.de/10009567792
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The impact of social media advertising on purchase intention : the mediation role of consumer brand engagement
Weeraporn Supotthamjaree; Preeda Srinaruewan - In: International journal of internet marketing and … 15 (2021) 5/6, pp. 498-526
Persistent link: https://www.econbiz.de/10012670713
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This ad's for you : how personalized SNS advertisements affect the consumer-brand relationship
Tran, Trang; Sen, Sandipan; Van Steenburg, Eric - In: Journal of consumer marketing 40 (2023) 4, pp. 458-469
Persistent link: https://www.econbiz.de/10014276012
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The new advertising : branding, content, and consumer relationships in the data-driven social media era
Brown, Ruth E. (ed.); Jones, Valerie K. (ed.);  … - 2016
Persistent link: https://www.econbiz.de/10014387856
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Inclusive advertising featuring disability on instagram : effect on consumer well-being, brand engagement, and purchase intention
Qayyum, Abdul; Jamil, Raja Ahmed; Shah, Adnan Muhammad; … - In: Journal of retailing and consumer services 75 (2023), pp. 1-16
Persistent link: https://www.econbiz.de/10014373268
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Can personalised prosocial ads be harnessed for brand equity enhancement?
Heidari, Setareh; Nasiri, Sepideh; Rahmani, Donya; … - In: International journal of internet marketing and … 19 (2023) 3/4, pp. 305-327
Persistent link: https://www.econbiz.de/10014442616
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The antecedents and consequences of brand experience and purchase intention
Shukla, Mahima; Sharma, Ashok; Misra, Richa; Jain, Vinamra - In: International journal of electronic business : IJEB 16 (2021) 3, pp. 215-238
Persistent link: https://www.econbiz.de/10012597995
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Processing contradictory brand information from advertising and social media : an application of the multiple-motive heuristic-systematic model
Kim, Kyongseok; King, Karen Whitehill; Kim, Jooyoung - In: Journal of marketing communications 24 (2018) 8, pp. 801-822
Persistent link: https://www.econbiz.de/10011976101
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Exploring the impact of consumer generated advertising (CGA) on consumer brand responses
Kennedy, Claire; Gannon, Valerie; Kennedy, Aileen - In: Journal of customer behaviour 13 (2014) 4, pp. 253-270
Persistent link: https://www.econbiz.de/10010519724
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Advertising Viewability in Online Branding Campaigns
Bounie, David - 2017
A significant number of online ads served by publishers are actually never seen by Internet users. This results in ineffective branding campaigns and a considerable waste of money for advertisers. In reaction, more and more advertisers use technologies to measure the viewability of advertising...
Persistent link: https://www.econbiz.de/10012956175